Rolex adverts at the Masters

[gtb4]

Relaxing with the Masters and can’t help but notice the slightly preposterous Rolex adverts in the breaks. Who writes this stuff?

Anyone find themselves watching and suddenly drawn to a Daytona or Milgauss?

[Chicken_Satay]

gtb4 said:

Anyone find themselves watching and suddenly drawn to a Daytona or Milgauss?

No, because it's not possible to buy their products without jumping through silly hoops. There are plenty of other brands offering products that are equally as good, if not better, so why make life difficult for yourself?

[abzmike]

The ads are a rather odd blend of saccharine and elitist. All part of Rolex’s branding across what they see as high end sports like golf, tennis, boating, equestrian, and F1. Costs then maybe a couple of million dollar a year all told. Not sure why the bother given they can’t satisfy customer demand as it is.

[okgo]

Rolex ad spend likely north of $50m a year.

The fact they are in the situation they are is in no small part down to the power of the brand - you don’t just stop when you have that kind of recognition.

[Jamescrs]

I've come to the conclusion they do it to stop other brands jumping in there as much as promote themselves, maybe even more so.

[tangerine_sedge]

gtb4 said:

Relaxing with the Masters and can’t help but notice the slightly preposterous Rolex adverts in the breaks. Who writes this stuff?

Anyone find themselves watching and suddenly drawn to a Daytona or Milgauss?

It's a well known fact that Rolex changed several of their watch production lines over to just producing adverts in about 2015. They saw a gap in the waiting list market and jumped on it. It's just canny business sense. I heard that their last few watch production lines will be swapped over to advertising to meet the expected demand in waiting lists for their new model announcements

[gtb4]

abzmike said:

The ads are a rather odd blend of saccharine and elitist.

Indeed they are. “Only the most reverent shall rise …” etc

This was my question really. I am wondering who they are aimed at? I would love to see the background to the narrative. Was hoping someone in advertising could explain!

[Chilly for June]

I actually didn't mind the older adverts that always ended with "It doesn't just tell time, It tells history" but I am marketers dream!